It can seem like social media and email are completely separate things that have little to do with each other. They’ re just different communication channels, right? Different ways to reach out to our audience.
But what if email could actually help your social media marketing presence? What if you could strategically use email to amplify your social strategy?
Wouldn’ t that be cool?
Here are a few ways you can do just that.
Get a viral head begin from your most loyal fans
Let’ s say that you share a new video on your own brand’ s Facebook page, Instagram account or even Youtube channel and that you are hoping to get some organic (viral) reach from it. You know that the first minutes after you post are necessary; you need to get views, likes and comments fast so that the social algorithms show you some love.
If you have a healthy email list, it is possible to reach out to your subscribers, let them know about your new video and drive some targeted traffic to it. Your email subscribers are some of your best fans, so they are likely to check out your content quickly and interact with it.
We tend to think that email should drive traffic back to our web site. While that’ s true in a lot of cases, why not send some traffic to our best social content? Especially if it helps us get more viral reach .
Take advantage of the power of omnichannel marketing
In today’ s digital world, if you wish to stay top-of-mind, people need to see you… a lot! Ideally, you’ ll have multiple channels through which your audience can connect with your brand. Email and social media can be two of those channels. Your branding must be consistent between the two, however your tone can be slightly different.
Promote your social media accounts in your email newsletter, particularly if fun, interesting and exclusive content can be found over there.
You can also do the opposite and share a teaser of your newsletter’ s content on social media and entice followers to become email subscribers.
Use your email list to create highly targeted audiences for paid social campaigns
Did you know that you could upload your list of email subscribers to Facebook Adverts Manager and develop a custom audience? When you do this, Facebook will find the profiles of one’s email subscribers, and you can then use that audience as a target for an ad campaign. Which means that you can retarget your email subscribers on Facebook pretty easily.
By the way, you can do the exact same part of Google Ads. At Cyberimpact , we use that feature to retarget our users with educational and inspirational Youtube videos.
But that’ s not all. Once you’ ve created your audience of e-mail subscribers, you can ask Facebook (or Google) to create a similar audience. Their own super powerful algorithm will evaluate your subscribers and will automatically generate an audience of people who have comparable demographics, interests, etc . You can then promote to this new highly targeted number of prospects.
These comparable audiences on Facebook and Search engines Ads have been some of my much better performing audiences for generating brand new Cyberimpact users.
Produce an exclusive Facebook Group for your e-mail subscribers
We all know that will Facebook Pages’ organic reach can be down, way down. But organizations can be a great opportunity for your brand name. It’ s one of the ways Sprout indicates to outsmart the Facebook algorithm .
Like we mentioned before, your email subscribers are most likely some of your best and most loyal supporters. Many of them are probably also customers. Therefore it makes sense to ask them to join your own exclusive Facebook group.
A Facebook group can be the ideal place for you to share useful at ease with your users and/or subscribers. Users can also ask questions, interact and assist each other, which creates a sense of community plus belonging .
In case an exclusive group makes sense for your brand name, test it and see if it can lead to a lot more engagement than what your web page gets.
Use e-mail and social together for a prosperous viral contest
After i used to work at an agency, we would operate lots of competitions , especially for retail brands. It’ s a great way to build an email checklist, get great visibility on social media marketing and generate sales. Here’ s i9000 an example for a mattress retailer:
When entering the particular contest, participants have to provide an current email address and are asked if they want to sign up for Matelas Bonheur’ s email e-zine. A lot of people agree, and that’ h how we build our email checklist.
Also, participants are usually asked to share the contest upon social media and when one of their buddies also participate, it increases their particular chances of winning. That’ s the way you get social networking reach and engagement .
Similarly to what we talked about at the start of this article, you can (and should) kick-start the contest by inviting your existing email subscribers to participate. They will share with their friends on social media and this will lead to both new email subscribers and a lift in social reach.
These viral contests create a loop in which email and social interact and feed off each other.
So these are just a few techniques email and social can work together to maximize your brand’ s reach and engagement. Hopefully, they motivate you to test out new strategies. Can you think about other ways to use email to amplify your social media strategy?
If you liked Just how email marketing can amplify your interpersonal strategy by Elizabeth Arens Then you'll love Miami Internet Marketing Consultant